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Episode 018: How Tata 1MG uses chatbots to optimize their customer experience
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In today’s episode of the Conversational Messaging Podcast, we spoke to Priyang Agarwal, who’s the director of brand marketing at Tata 1MG, and Srinivas Vijayaraghavan, who’s the VP of Marketing at Gupshup.
In this insightful conversation, Priyang walked us through the various touchpoints in which Tata 1mg connects with their customers, and walks us through exactly how and where to use chatbots to improve the overall customer experience.
Tata 1mg is India's leading digital healthcare platform. From doctor consultations on chat to online pharmacy and lab tests at home 1Mg does it all.
Building the ecommerce journey of digital healthcare
The digitalization of healthcare is a very recent concept in India which also requires setting up the entire customer journey as smoothly as possible right from scratch!
Priyang takes us through all the different channels that are a part of this journey at Tata 1mg and the various ways they optimize each stage of the journey.
“We remember you from the day you have come to our website, and from the day you have ordered anything from our website. And once you have ordered, we also try to provide quite a lot of engaging content to you through multiple, again touchpoints.” - Priyang
Finding the balance between automation and humanisation
Even as technology takes forefront in running all digital businesses, it's important for brands to also keep the human factor alive and somehow finely balance both so the customers get the best of both worlds.
“Suppose you are ordering a medicine, you're stuck in between or you are facing some problems in delivery and if the automated chatbot is not able to solve or not answer a query to the best level of your satisfaction. That's where I think the customer service team comes into play and solves those particular queries.
I think the balance between the two, that is the human touch, plus the automated journey flow is very, very important. If one is not able to cater to the other, please and please bring the other channel. if one channel is not able to cater to the other, please bring the other channel. That's what I think balance is all about” - Priyang
Bio:
Priyang is the director of brand marketing at Tata 1MG which is India's leading digital healthcare platform. He has had an incredible career in marketing and is considered one of India’s greatest minds in the space.
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
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